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Understanding Media Economics (Hardcover, 2nd Revised edition)
Loot Price: R5,320
Discovery Miles 53 200
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Understanding Media Economics (Hardcover, 2nd Revised edition)
Expected to ship within 10 - 15 working days
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"Expertly synthesizes economic theory and contemporary cases to
both explain the structure of the contemporary media industry and
shed insight on the significant challenges and controversies
confronting the sector." - Lucy Kung, Oxford University and
Jonkoping University "A wide-ranging, accessible introduction to
media economics and their application to a broad range of media
topics from advertising and business models to copyright, audience
demand and public policy." - Chris Bilton, University of Warwick
"An excellent textbook on media economics, which takes into account
the full complexity of the subject matter in the context of
structural, technological and creative transformations that
characterise digital media." - Milan Todorovic, London Metropolitan
University With the rapidly evolving digital media landscape, this
second and completely revised edition of Understanding Media
Economics moves beyond a sector-specific approach to media
analysis, and instead focuses on the issues and imperatives that
are now central to how economic forces impact on the media
industries. Exploring themes such as innovation, digital
multi-platform developments, the emerging importance of networks,
branding and segmentation of market demand, strategies of
risk-spreading, maximizing value within content, intermediation and
rights management, corporate expansion and advertising, this book
addresses and explains the key pressing questions and issues that
are transforming contemporary media industries and markets. Gillian
Doyle makes the economics of the media fascinating, compelling and
easy to understand. This is essential reading for students of media
economics, media management, media policy and courses across the
cultural and creative industries.
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